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Matakuliah : J0114/Manajemen Pemasaran
Tahun
: 2008
Product Strategy
Pertemuan 16
Learning Outcome
•Students are able to design product strategy that
can offer superior customer experience
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Material Outline:
• Product planning
• More than just a product
• Product and experiential marketing
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Product Planning
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Set up marketing objectives
Identify targeted segments
Study segment behavior
Seek for unmet needs or benefits sought
Identify attributes looked for
Implementation
Market test
Evaluation
Product rehabilitation
Commercialization
Evaluation
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More than Just a Product
• Products include :
– the sensory aspects of the physical product
– The sensory aspects of the core of a service
• Primary elements relate to the five senses:
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Color,
Shape
Typeface (for sight): loudness, pitch, and meter
Typeface (for sound): material
Typeface (for touch): texture
More than Just a Product
• Music can be another valuable primary element to create
or enhance sensory experiences.
• Music has to be used strategically and in a meaningful
way, not merely as background music
• When it is used as background, the right music must be
picked.
• Ex. Nokia mobile phones. It has better phones, snappier
colors, designs and different personality
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More than Just a Product
• The most important primary element is color.
– Stolichnaya vodka, Coca cola, and other brands use colorful
print ads.
– Background color on web sites can affect information search and
the effectiveness of electronic commerce.
– color of real wallpaper in hotels can soothe visitors
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More than Just a Product
• Primary elements combined constitute a style
• It can come in different forms, such as:
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Complexity (minimalism vs. ornamentalism),
Representation (realism vs. abstraction),
Movement (dynamic vs. static),
Potency (loud/strong vs. soft/weak)
More than Just a Product
• Themes refer to the messages that communicate
content and meaning about product and its brands.
• They appear in the form of corporate and brand name,
visual symbols, verbal slogans, jingles, general
concepts, or in a combination of these theme elements
to evoke sensory imagery
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Product and Experiential Marketing
• What stimuli to motivate customers.
• Product as a part of marketing tool to induce consumer
experiences.
• Product design, communications can be used as
sensory tool to develop “sense”
• Irritating music in a coffee bar or an inattentive flight
attendant may disrupt a conversation with a friend and
put consumer in a bad mood
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Product and Experiential Marketing
• Product design and benefit can create:
– Convergent thinking:
• Argument presented as consumers use the product
• Motivations arisen as consumers see and get exposed to a product
– Divergent thinking:
• Apple computer made prominent use of divergent thinking by using
striking images or its revolutionary design.
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Conclusions:
• A product has sensory appeal of its physical entity and
its core service given to consumers
• This sensory appeal can be used to induce experiential
marketing by giving distinct senses to consumers
• The surrounding environment in which a product is
consumed can deliver experiences to consumers. Thus,
this complete the product offered.
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